Walmart completes $1.4 bn acquisition of Vibe.co TV ad platform

Walmart announced on August 4, 2026 that it has completed the purchase of Vibe.co, a self‑service streaming TV advertising platform founded in 2021. The deal, reported by the Wall Street Journal at about $1.4 billion, brings Vibe.co’s technology into Walmart Connect, the retailer’s commerce‑media division, to expand its connected‑TV advertising capabilities.

Vibe.co’s platform enables small and medium‑sized brands to launch streaming TV campaigns across premium publishers and to measure ad performance against shopper data. Walmart said the integration will make connected‑TV advertising more accessible and help advertisers link exposure to purchases across the shopping journey. The acquisition follows Walmart’s 2024 purchase of Vizio for $2.3 billion and reflects the company’s strategy to grow its global ad business, which rose 46 % to nearly $6.4 billion in fiscal 2026.